Business name - ronseal of creative ?
Discussion
Just in the process of setting up Ltd co for new business. Interested in opinions on naming of it, do I go the Ronseal route, i.e. it is what it says on the tin, or something a bit more creative. So for example, if I was going to offer building consultancy (just an example I'm not) do I go :
'John's Building Consultancy Ltd' or would you go 'Green Dream Associates Ltd' probably with a strap line used in marketing etc...Of 'All round eco building experts' etc....
I envisage most work being through referrals, network and face to face contacts / meetings i.e. not search engine dependent if that helps to steer this.
Any views appreciated.
'John's Building Consultancy Ltd' or would you go 'Green Dream Associates Ltd' probably with a strap line used in marketing etc...Of 'All round eco building experts' etc....
I envisage most work being through referrals, network and face to face contacts / meetings i.e. not search engine dependent if that helps to steer this.
Any views appreciated.
If you expect to have regular repeat clientele with whom you have a good relationship, you can't go wrong with using your own name, people like the idea that they are dealing with someone they know. (Unless your name is Jimmy the 
or something similar).
If you're going to be constantly looking for new clients, I'd be looking at something catchy but related to what you do but not an exact description. Both I and my son have started businesses in one field, which morphed pretty quickly into something quite different.
Nothing wrong with an exact description of what you do if that's definitely all you are planning to do, both now and in the future.
or something similar).If you're going to be constantly looking for new clients, I'd be looking at something catchy but related to what you do but not an exact description. Both I and my son have started businesses in one field, which morphed pretty quickly into something quite different.
Nothing wrong with an exact description of what you do if that's definitely all you are planning to do, both now and in the future.
I named my company using my initials (2 letters) followed by a word that summarises what I do.
I am a consultant - people engage me so I wanted something personal. Equally I preferred not to use my full name for some reason.
Feedback was positive.
And I won my first piece of work so quickly I didn't have time to dream up anything fancy!
I am a consultant - people engage me so I wanted something personal. Equally I preferred not to use my full name for some reason.
Feedback was positive.
And I won my first piece of work so quickly I didn't have time to dream up anything fancy!
Should you ever wish to sell your company on, having your name in the brand of the company 'can' sometimes be a hindrance.
And should your business expand, it may be that you're not involved in every project which 'may' disappoint those expecting the personal touches.
Neither of the above are major issues though worth thinking about nonetheless.
The largest and most successful advertising agency in the world is WPP - which stands for Wire and Paper Products (the company that Martin Sorell acquired and changed into an ad-agency) so don't over-think it. A good company can trade under any name (within reason) and do well.
And should your business expand, it may be that you're not involved in every project which 'may' disappoint those expecting the personal touches.
Neither of the above are major issues though worth thinking about nonetheless.
The largest and most successful advertising agency in the world is WPP - which stands for Wire and Paper Products (the company that Martin Sorell acquired and changed into an ad-agency) so don't over-think it. A good company can trade under any name (within reason) and do well.
A few thoughts having named and launched a few major products over the years, heavily caveated with the fact that naming is the blackest art in marketing. It’s not only hard to do well, it’s even hard to know if it’s worth doing well...
First question: is this Company really just you, or are you building a company that you own? If the former, agree with others that it’s best just to use your own name. If the latter though, I’d avoid it, as it means you can’t leave or sell without a change of name or leaving yours behind.
Ideally a name conveys two things:
1). What you do - not just your service, but how this differs from others
2). Your brand - ie what you stand for, what makes you special.
It also should be memorable (don’t want them to have to look it up), distinctive (don’t want to be sued), and searchable (otherwise a hassle for people).
So “John’s Building Consultancy” is ok for (1) but perhaps not as clear as “John’s Commercial Building Consultancy”. However, neither is especially memorable or searchable though, and doesn’t cover (2) as they say very little. For example, if your brand is about creative, modern solutions, those names don’t exactly suggest creativity or modernity do they?
The trick for brand is not to say it, but suggest it. So for example: “Novobuild Consulting” might do a (slightly) better job of suggesting a bit of creativity. Personally, I’m a big fan of portmanteau names, where the main word is made of two words combined (like Novobuild), as it often allows a bit of distinctiveness and searchability, whilst still saying what it does on the tin.
Other than that, all I’d say is that I know of very successful firms with lousy names, and firms with great names where it hasn’t helped them. Just make sure you Google whatever you come up with to avoid something someone else has, or that means something rude in Urban or a foreign language...
First question: is this Company really just you, or are you building a company that you own? If the former, agree with others that it’s best just to use your own name. If the latter though, I’d avoid it, as it means you can’t leave or sell without a change of name or leaving yours behind.
Ideally a name conveys two things:
1). What you do - not just your service, but how this differs from others
2). Your brand - ie what you stand for, what makes you special.
It also should be memorable (don’t want them to have to look it up), distinctive (don’t want to be sued), and searchable (otherwise a hassle for people).
So “John’s Building Consultancy” is ok for (1) but perhaps not as clear as “John’s Commercial Building Consultancy”. However, neither is especially memorable or searchable though, and doesn’t cover (2) as they say very little. For example, if your brand is about creative, modern solutions, those names don’t exactly suggest creativity or modernity do they?
The trick for brand is not to say it, but suggest it. So for example: “Novobuild Consulting” might do a (slightly) better job of suggesting a bit of creativity. Personally, I’m a big fan of portmanteau names, where the main word is made of two words combined (like Novobuild), as it often allows a bit of distinctiveness and searchability, whilst still saying what it does on the tin.
Other than that, all I’d say is that I know of very successful firms with lousy names, and firms with great names where it hasn’t helped them. Just make sure you Google whatever you come up with to avoid something someone else has, or that means something rude in Urban or a foreign language...
Edited by 67Dino on Monday 10th February 18:25
It depends who your target customers are.
If you are selling patio laying then 'Dave's Patios' will do.
If you're selling to blue chips or arty-fartys you need to consider what turns them on and makes them feel important when they book you.
If you are selling patio laying then 'Dave's Patios' will do.
If you're selling to blue chips or arty-fartys you need to consider what turns them on and makes them feel important when they book you.
Edited by Simpo Two on Tuesday 11th February 15:35
singlecoil said:
CRA1G said:
StevieBee said:
Should you ever wish to sell your company on, having your name in the brand of the company 'can' sometimes be a hindrance.
Yea that's were John Lewis and Eddie Stobart went wrong....
67Dino said:
A few thoughts having named and launched a few major products over the years, heavily caveated with the fact that naming is the blackest art in marketing. It’s not only hard to do well, it’s even hard to know if it’s worth doing well...
First question: is this Company really just you, or are you building a company that you own? If the former, agree with others that it’s best just to use your own name. If the latter though, I’d avoid it, as it means you can’t leave or sell without a change of name or leaving yours behind.
Ideally a name conveys two things:
1). What you do - not just your service, but how this differs from others
2). Your brand - ie what you stand for, what makes you special.
It also should be memorable (don’t want them to have to look it up), distinctive (don’t want to be sued), and searchable (otherwise a hassle for people).
So “John’s Building Consultancy” is ok for (1) but perhaps not as clear as “John’s Commercial Building Consultancy”. However, neither is especially memorable or searchable though, and doesn’t cover (2) as they say very little. For example, if your brand is about creative, modern solutions, those names don’t exactly suggest creativity or modernity do they?
The trick for brand is not to say it, but suggest it. So for example: “Novobuild Consulting” might do a (slightly) better job of suggesting a bit of creativity. Personally, I’m a big fan of portmanteau names, where the main word is made of two words combined (like Novobuild), as it often allows a bit of distinctiveness and searchability, whilst still saying what it does on the tin.
Other than that, all I’d say is that I know of very successful firms with lousy names, and firms with great names where it hasn’t helped them. Just make sure you Google whatever you come up with to avoid something someone else has, or that means something rude in Urban or a foreign language...
Great reply, I'm on the same page having considered. Not keen on using full name as given the service offering, its facing off to big corporates. Also great points on scaling and selling. Thinking cap on ! First question: is this Company really just you, or are you building a company that you own? If the former, agree with others that it’s best just to use your own name. If the latter though, I’d avoid it, as it means you can’t leave or sell without a change of name or leaving yours behind.
Ideally a name conveys two things:
1). What you do - not just your service, but how this differs from others
2). Your brand - ie what you stand for, what makes you special.
It also should be memorable (don’t want them to have to look it up), distinctive (don’t want to be sued), and searchable (otherwise a hassle for people).
So “John’s Building Consultancy” is ok for (1) but perhaps not as clear as “John’s Commercial Building Consultancy”. However, neither is especially memorable or searchable though, and doesn’t cover (2) as they say very little. For example, if your brand is about creative, modern solutions, those names don’t exactly suggest creativity or modernity do they?
The trick for brand is not to say it, but suggest it. So for example: “Novobuild Consulting” might do a (slightly) better job of suggesting a bit of creativity. Personally, I’m a big fan of portmanteau names, where the main word is made of two words combined (like Novobuild), as it often allows a bit of distinctiveness and searchability, whilst still saying what it does on the tin.
Other than that, all I’d say is that I know of very successful firms with lousy names, and firms with great names where it hasn’t helped them. Just make sure you Google whatever you come up with to avoid something someone else has, or that means something rude in Urban or a foreign language...
Edited by 67Dino on Monday 10th February 18:25
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